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The Rise of Adaptive Marketing

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In the age of the customer, traditional marketing programs are not meeting buyer expectations. Customer experiences can feel anonymous and fragmented. Buyers’ Journeys become rigid and quickly break down. Prospects expect pervasive personalization and dazzling digital experiences whenever and however they choose to interact with a brand. In this discussion, learn how Marketers can leverage Oracle’s new Account-Based Marketing capabilities to meet the increasing personalization demands of prospects. Also, gain insight into the breakdown of technology and organization silos that are creating fragmented buyer experiences.

Published in: Marketing
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The Rise of Adaptive Marketing

  1. 1. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 1 Oracle Confiden?al - Restricted 1 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | The Rise of Adap?ve Marke?ng The path to crea?ng data-driven, individualized customer experiences Chris Lynch Sr Director of Product Marke?ng Oracle Marke?ng Cloud
  2. 2. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Safe Harbor Statement The following is intended to outline our general product direc?on. It is intended for informa?on purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or func?onality, and should not be relied upon in making purchasing decisions. The development, release, and ?ming of any features or func?onality described for Oracle’s products remains at the sole discre?on of Oracle. Oracle Confiden?al 2
  3. 3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 3 In Digital World, Life is a Sequence of Micro-Moments 2% Of marketers have the ability to iden?fy, deliver, and measure how effec?vely they serve customers in micro-moments - Forrester Oracle Confiden?al - Restricted 3 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  4. 4. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 4 The View of Your Ideal Customer Is Complex 11% Of marketers have high confidence that they’re targe?ng the right audience - Nielsen
  5. 5. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 5 Customer Behaviors Happen Across a Spectrum Anonymous Anonymous Known Known Clicks on Display Searches for Product Watches TV Ad Adds to Cart Purchases Product Reads SMS Message Clicks on Email Receives Push NoFficaFon
  6. 6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 6 Content and Execu?on Tied to Channels Oracle Confiden?al - Restricted 6 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 93% Of marketers report silos by channel. -eConsultancy
  7. 7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al – Internal/Restricted/Highly Restricted 7 81% of non-C- suiters have a say in purchase decisions. -Google/Millward Brown Digital The Buying Process Extends Beyond Individuals
  8. 8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al – Internal/Restricted/Highly Restricted 8 On average, 5.4 people are involved in today’s B2B purchase decisions. -CEB B2B Purchase Decisions Are Complex
  9. 9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 9 The Concept of Adap?ve Marke?ng Build an ID Graph That Spans Anonymous and Known Data Intelligently Orchestrate Micro-Moments Make Content Collabora?on Channel Agnos?c Test & Op?mize the Customer Experience
  10. 10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 10 Build an ID Graph That Spans Anonymous and Known Data Oracle Confiden?al - Restricted 10 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 10 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Age: 29 In Market: Network Infrastructure Offline: Agended Event ANONYMOUS KNOWN TV SEARCH DISPLAY VIDEO SMS EMAIL WEB SOCIAL
  11. 11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 11 Intelligently Automate Micro-Moments with Both Behavioral and Purchase Interac?ons Oracle Confiden?al - Restricted 11 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  12. 12. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Incorporate Account-Based Marke?ng Strategies Grow Leverage engagement and conversion data to find customers that look like your ideal ones. Engage Engage prospects with contextualized experiences. Convert Drive funnel conversions by delivering ?mely content. Acquire Deliver new customer acquisi?on through on- going nurture.
  13. 13. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al – Internal/Restricted/Highly Restricted 13 Personal Engagement Exceeds Goals and Increases Lead Quality 276% over target goal Eaton used Oracle Marke?ng Cloud to drive website traffic and en?ce poten?al customers to create more than 4,500 personalized infographics.
  14. 14. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 14 Make Content Collabora?on Channel Agnos?c Oracle Confiden?al - Restricted 14 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  15. 15. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 15 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 15 Oracle Confiden?al - Restricted 150% Increase in lead-to-customer conversion rate with customer stories Content Marke?ng Boosts Organic Search and Conversion
  16. 16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 16 Test & Op?mize the Customer Experience Who? What? Where? When? Why? Oracle Confiden?al - Restricted 16 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
  17. 17. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 17 Oracle Confiden?al - Restricted 17 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 8% Increase in conversions from op?mized product pages Online Tes?ng Drives Higher Web Revenue
  18. 18. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confiden?al - Restricted 18 Oracle Confiden?al - Restricted 18 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Thank You David Johnson Blog: hgps://blogs.oracle.com/marke?ngcloud/

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